Rail Cargo Austria’s CEO Ferdinand Schmidt invited the Steering Group of the project “Changing the Perception of Freight Railways” to Vienna. During his welcome speech he emphasised the importance of the project. The perception of rail freight is sinking and an active common communication becomes more and more important. In particular in view of the economical crisis, this can be a chance for the freight railways to position themselves stronger. Of course many improvements have to be effected, but a stronger political commitment is necessary, real actions and investments have to be made.
Several railways presented their communication strategies and best practices. When comparing them, it becomes evident that a big emphasis is put on the employees, as Jürgen Maier from BLS Cargo said “the home work has to be done first before one can approach the internal and international markets”, and on sustainability e.g. DB’s Eco-Programme, in which DB sets the goal of diminishing its CO2 emissions by 20% for 2020.